When I was 18 years old, I crashed the van my parents left me and ended up walking everywhere.

One day I was walking down the street and a blue Subaru pulled out in front of me, turbo screaming- making noises I had never heard before, and something clicked. I thought, if I’m going to do anything with my life, I need to get into cars.

I had no direction at the time. No real plan. Just that moment. So I put myself through automotive school and got to work.

Nine years later, I had climbed to the top of the automotive field. But I was frustrated. The work didn’t feel meaningful, and the leadership around me wasn’t what I believed it should be.
Around that same time, my daughter had just turned one and my son was on the way. I knew I needed to build something of my own.

I spent two hours driving every day, watching the road, watching people. One thing stood out — almost every car had an air freshener, and they were all the same. I was using them too.

That’s when it hit me: what if I made one that actually meant something?

Better design. Better scent. Something you’d actually want in your car.

That’s how Nice Air Freshener started.

This brand isn’t just about smell.
It’s about building something real, leading the right way, and proving that you don’t need to be extraordinary to create something great.

Just consistency, hard work, and the willingness to go further than most people will.

Thanks for being a part of it,

Joey